BRAND GUIDELINES 2021 V1.0
PREPARED BY
JACKIE STERNA
BRAND GUIDELINES
2021 V1.0
WHEN IT COMES TO BRANDING, CONSISTENCY IS KEY. THESE BRAND GUIDELINES OFFER A COMPREHENSIVE SET OF ‘RULES’ TO HELP YOU TRULY BRING YOUR BRAND TO LIFE IN A WAY THAT MAINTAINS BOTH ITS QUALITY AND INTEGRITY.
BY HIGH MOON STUDIO
PAGE 02
JACKIE STERNA
BRAND GUIDELINES
2021 V1.0
Contents
BY HIGH MOON STUDIO
1.0
BRAND STRATEGY
PAGE 04
2.0
CREATIVE DIRECTION
PAGE 15
3.0
LOGO
PAGE 21
4.0
COLOR PALETTE
PAGE 30
5.0
TYPE SUITE
PAGE 33
6.0
APPLICATION
PAGE 41
JACKIE STERNA
1.0
BY HIGH MOON STUDIO
BRAND GUIDELINES
2021 V1.0
Brand Strategy 1.1
OVERALL BRAND STORY
PAGE 05
1.2
BEHIND THE BUSINESS
PAGE 06
1.3
BUSINESS TAGLINES
PAGE 07
1.4
IDEAL CUSTOMER AVATAR
PAGE 08
1.5
UNIQUE VALUE PROPOSITION
PAGE 09
1.6
PAIN POINTS & SOLUTIONS
PAGE 10
1.7
BRAND PERSONALITY
PAGE 11
1.8
BRAND FEELING
PAGE 12
1.9
IMPORTANT BRAND KEYWORDS
PAGE 13
1.10
BRAND CHARACTERISTICS
PAGE 14
JACKIE STERNA
BRAND GUIDELINES
1.0 BRAND STRATEGY
1.1
OVERALL BRAND STORY
BY HIGH MOON STUDIO
2021 V1.0
The Walking CONTRADICTION The Walking CONTRADICTION
PAGE 05
JACKIE STERNA
BRAND GUIDELINES
1.0 BRAND STRATEGY
1.2
2021 V1.0
BEHIND THE BUSINESS KEY POINTS
Jackie Sterna Photo merges the worlds of provocative art and commercial / branding photography to create controversial art that ‘walks the line’ and pushes boundaries.
•
Pushes boundaries
Jackie is a Tucson-based photographer that is known for her bold, provocative work. You can expect
•
Juxtaposition art
Jackie to bring her edge to a brand shoot, elevating the project to new and unexpected places. She
•
‘Sweet, but naughty’
•
Showing multiple sides of
believes that commercial photography doesn’t have to be boring, and she works to push each and every project to its full creative potential.
people in their images
BY HIGH MOON STUDIO
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JACKIE STERNA
BRAND GUIDELINES
1.0 BRAND STRATEGY
1.3
2021 V1.0
INTERNATIONALLY PUBLISHED PHOTOGRAPHER MERGING THE WORLDS OF PROVOCATIVE ART AND COMMERCIAL/BRANDING PHOTOGRAPHY SERVING BUSINESS OWNERS READY TO PUSH THEMSELVES AND THEIR BUSINESSES OUT OF THEIR COMFORT ZONES BUSINESS TAGLINES
PUSHES SOCIETAL BOUNDARIES AND EXERCISES INCLUSIVITY
BRING EDGE TO BRAND SHOOTS, ELEVATING THE PROJECT TO NEW AND UNEXPECTED PLACES
BY HIGH MOON STUDIO
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JACKIE STERNA
BRAND GUIDELINES
1.0 BRAND STRATEGY
1.4
2021 V1.0
IDEAL CUSTOMER AVATAR KEY POINTS
Jackie’s ideal clients have successful businesses with nice budgets and are looking for a visual change in marketing their products or continuing on a streak of good imagery. Her clients are a mix of people from
•
Brands that want more fun adventurous shoots
•
across the world. They’re camping at Yosemite National Park, hanging out by the pool in Palm Springs, they’re staying at a retro Airbnb in Joshua Tree, they’re riding out to Sturgis for Bike Week, they’re attending or working New York Fashion Week, they’re taking the tube in London, they’re living in their
Bonus points if their business
airstream traveling the country with their two dogs, they’re hanging out at their local bar, having chicken
relates to denim, vintage
fry’s and BBQ’s at their homes with their friends and families. They’re basically INTERESTING people who
clothing, motorcycle culture,
have a story to tell.
modern western, 18+, swim, beauty, tattoos, wellness, female entrepreneurs
Example dream clients: High Moon Studio, Wrangler, Playboy, Levis, Brixton, Coors, Stetson, Dickies, Pacsun, Free People, H&M, Calvin Klein, Redwing, Converse, Vans, Harley Davidson, Stance Socks, Elixir Skin, Lack of Color, Support Good Times, Woo More Play, Tiger Spit, Bronx Shoes, Justin Boots, Frys Boots, Roc Boots, Miss Money Panties, Revice Denim, Rollas Denim, Omighty, Etah Love, Old Habits Die Hard, Fender, Carhart, Marshall, etc.
BY HIGH MOON STUDIO
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JACKIE STERNA
BRAND GUIDELINES
1.0 BRAND STRATEGY
1.5
2021 V1.0
UNIQUE VALUE PROPOSITION
For example, when working with modeling agencies, they say Jackie finds something different — She always examines the models book/portfolio and make sure my shoot with them is something that they don’t have — which most photographers can’t do and usually just re-create the looks they see the model had already done well. She also works with ‘regular’ people, and makes them feel SO comfortable in their own skin where they typically feel open enough to share each inch of them (in the nude, psychologically, etc.) for the art being created. Jackie makes her client’s feel like models for a day.
BY HIGH MOON STUDIO
PAGE 09
JACKIE STERNA
BRAND GUIDELINES
1.0 BRAND STRATEGY
1.6
PAIN POINTS & SOLUTIONS
2021 V1.0
Lacking confidence/feeling
Sick of boring, basic
Images that do not show what
Boring photos that aren’t selling
Sexy photos that look
un-sexy/feeling ugly.
personal branding images
they are trying to portray, their
a product or service well.
tacky/cheap.
for entrepreneurs.
personality isn’t coming through.
SOLUTION
SOLUTION
SOLUTION
SOLUTION
SOLUTION
Images that are so powerful
Branding
Images that showcase their
Photos that make your product
Sexy photos that look high end,
when the client that looks
editorial lookbook. These two
personality so people really
stand out and say “Oh my god I
classy, expensive, and tasteful.
at them sees them they see
worlds collide to give exciting,
feel they know them when they
need to have that”. Her photos
themselves in a completely
eye catching images that draw
see themselves. This includes
are a PART of the art.
different light. It is transformative.
their ideal clients to them.
the MULTIPLE parts of their
͢ meets
͢ fashion
Jackie also makes them feel
personality. Not just ‘sit and
super comfortable during
smile’ images.
the shoot.
BY HIGH MOON STUDIO
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JACKIE STERNA
BRAND GUIDELINES
1.0 BRAND STRATEGY
1.7
2021 V1.0
BRAND PERSONALITY KEY POINTS
Jackie’s brand in particular really needs to make people FEEL something. We want her imagery to do a LOT of the talking, building a brand around it that highlights her art.
•
Exciting
•
Unique
•
Provocative
•
Adventurous
•
Dangerous
•
Spontaneous
•
Fun
•
Loyal
•
Classic yet
•
Nostalgic
•
Timeless
•
Addicting
unexpected •
Shocking
BY HIGH MOON STUDIO
Instead of the ‘brand/website wearing the art’ we want the ‘art to be wearing the brand/website’.
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JACKIE STERNA
BRAND GUIDELINES
1.0 BRAND STRATEGY
1.8
2021 V1.0
BRAND FEELING KEY POINTS
HOW DO THEIR CUSTOMERS LIKE TO FEEL?
•
More than just a photographer
Her client’s want to feel confident in their own skin, whatever it may be, and be excited that what they
•
Confident
•
Trust
create together will level up their business. She wants them to feel that they not only want to hire her to make their brand look cool, but also to be friends that share an immense amount of trust. She wants them to feel comfortable grabbing a beer with her, going camping with the crew, and bouncing creative business and party ideas off each-other with. She wants them to feel like “yes that’s the one, she gets it and I wanna hire her but damn I also wanna hang out with her”.
BY HIGH MOON STUDIO
PAGE 12
JACKIE STERNA
BRAND GUIDELINES
1.0 BRAND STRATEGY
1.9
2021 V1.0
IMPORTANT BRAND KEYWORDS PROVOCATIVE
NOSTALGIC
ARTISTIC
TIMELESS
BY HIGH MOON STUDIO
PAGE 13
JACKIE STERNA
BRAND GUIDELINES
1.0 BRAND STRATEGY
1.10
2021 V1.0
BRAND CHARACTERISTICS
BY HIGH MOON STUDIO
MASCULINE
FEMININE
NEUTRAL
COLORFUL
MINIMALIST
MAXIMALIST
SERIOUS
FUN
PROFESSIONAL
CASUAL
MODERN
CLASSIC
EDGY
ELEGANT
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JACKIE STERNA
2.0
BY HIGH MOON STUDIO
BRAND GUIDELINES
2021 V1.0
Creative Direction
2.1
CREATIVE RATIONALE
PAGE 16
2.2
MOODBOARD
PAGE 17
2.3
CREATIVE EXECUTION
PAGE 18
2.4
COLOR PALETTE VISION
PAGE 19
2.5
TYPE SUITE VISION
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JACKIE STERNA
BRAND GUIDELINES
2.0 CREATIVE DIRECTION
2.1
CREATIVE RATIONALE
2021 V1.0
BOLD nostalgia This direction was inspired by your client on a night out — at a smoky bar with a beer in one hand and a pool cue in the other. You can’t decide if you want to hang out with her or you want to be her. The color palette is reminiscent of that bar scene, and has a vintage-inspired touches. We want it to feel modern but nostalgic at the same time.
BY HIGH MOON STUDIO
PAGE 16
JACKIE STERNA
BRAND GUIDELINES
2.0 CREATIVE DIRECTION
2.2
2021 V1.0
MOODBOARD
BY HIGH MOON STUDIO
PAGE 17
JACKIE STERNA
BRAND GUIDELINES
2.0 CREATIVE DIRECTION
2.3
2021 V1.0
CREATIVE EXECUTION
BY HIGH MOON STUDIO
OUTLINED TYPE
POPS OF COLOR
OVERLAPPING ELEMENTS
Blackletter type will be outlined for a
Neutral color palette with pops of primary
Some type will slightly overlap images to
modern spin on a classic font.
color to emphasize important elements.
add a playful, edgy element.
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JACKIE STERNA
BRAND GUIDELINES
2.0 CREATIVE DIRECTION
2.4
2021 V1.0
COLOR PALETTE VISION
BY HIGH MOON STUDIO
PAGE 19
JACKIE STERNA
BRAND GUIDELINES
2.0 CREATIVE DIRECTION
2.5
2021 V1.0
TYPE SUITE VISION
BY HIGH MOON STUDIO
PAGE 20
JACKIE STERNA
3.0
BY HIGH MOON STUDIO
BRAND GUIDELINES
2021 V1.0
Logo
3.1
PRIMARY LOGO
PAGE 22
3.2
SECONDARY LOGO
PAGE 23
3.3
ALTERNATE LOGO
PAGE 24
3.4
BRAND MARK
PAGE 25
3.5
COLOR & LEGIBILITY
PAGE 26
3.6
CLEAR SPACE
PAGE 27
3.7
LOGO MISUSE
PAGE 28
3.8
FILE FORMATS
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JACKIE STERNA
BRAND GUIDELINES
3.0 LOGO
3.1
2021 V1.0
PRIMARY LOGO This is the primary logo which should be used in the first instance. The logo must be resized proportionately, never stretched. It can be used in dark on light backgrounds, or light on dark backgrounds, or in contrasting brand colors.
LOGO ON LIGHT BACKGROUND
BY HIGH MOON STUDIO
LOGO ON DARK BACKGROUND
LOGO ON PHOTOGRAPHY
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JACKIE STERNA
BRAND GUIDELINES
3.0 LOGO
3.2
2021 V1.0
SECONDARY LOGO This is the secondary logo. The logo must be resized proportionately, never stretched. It can be used in dark on light backgrounds, or light on dark backgrounds, or in contrasting brand colors.
LOGO ON LIGHT BACKGROUND
BY HIGH MOON STUDIO
LOGO ON DARK BACKGROUND
LOGO ON PHOTOGRAPHY
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JACKIE STERNA
BRAND GUIDELINES
3.0 LOGO
3.3
2021 V1.0
ALTERNATE LOGO This is the alternate logo. The logo must be resized proportionately, never stretched. It can be used in dark on light backgrounds, or light on dark backgrounds, or in contrasting brand colors.
LOGO ON LIGHT BACKGROUND
BY HIGH MOON STUDIO
LOGO ON DARK BACKGROUND
LOGO ON PHOTOGRAPHY
PAGE 24
JACKIE STERNA
BRAND GUIDELINES
3.0 LOGO
3.4
2021 V1.0
BRAND MARK This is the brand mark. The mark must be resized proportionately, never stretched. It can be used in dark on light backgrounds, or light on dark backgrounds, or in contrasting brand colors.
MARK ON LIGHT BACKGROUND
BY HIGH MOON STUDIO
MARK ON DARK BACKGROUND
MARK ON PHOTOGRAPHY
PAGE 25
JACKIE STERNA
BRAND GUIDELINES
3.0 LOGO
3.5
2021 V1.0
COLOR & LEGIBILITY This is a quick guide as to what color combinations work well for legibility when it comes to your brand assets, and in this particular case your logo.
BY HIGH MOON STUDIO
PAGE 26
JACKIE STERNA
BRAND GUIDELINES
3.0 LOGO
3.6
2021 V1.0
CLEAR SPACE Clear space is the area surrounding your logos and brand mark that must be kept
50% OF LOGO HEIGHT
free of any text or graphic elements. By leaving space around the logo, you make sure it stands out on all your communications. The minimum clear space is 50% of the height of the entire
50% OF LOGO HEIGHT
50% OF LOGO HEIGHT
logo/mark. It is sometimes necessary to increase and decrease the logo depending on the
50% OF LOGO HEIGHT
print area. Always keep in proportion. Always ensure the text is legible.
BY HIGH MOON STUDIO
PAGE 27
JACKIE STERNA
BRAND GUIDELINES
3.0 LOGO
3.7
2021 V1.0
LOGO MISUSE Any changes to our logo diminish its integrity and the equity of our brand. The examples shown here are some specific “do nots” for your logo.
BY HIGH MOON STUDIO
DO NOT ADD ELEMENTS OR SHADOWS TO THE LOGO
DO NOT ALTER THE LOGO’S SHAPE IN ANYWAY
DO NOT ROTATE THE LOGO
DO NOT OUTLINE THE LOGO
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JACKIE STERNA
BRAND GUIDELINES
3.0 LOGO
3.8
2021 V1.0
FILE FORMATS Here is a general rule of thumb with regards to file
PURPOSE/ USAGE
FOR PRINT
FOR WEB
formats and which file types you will need for different
AI
purposes.
FILE CHARACTERISTICS
EPS
SVG
SCALABLE + EDITABLE
AI
BY HIGH MOON STUDIO
EPS
PNG
JPG
UNIVERSAL
SVG
TRANSPARENT
PNG
JPG
AI
EPS
SVG
PNG
PAGE 29
JACKIE STERNA
4.0
BY HIGH MOON STUDIO
BRAND GUIDELINES
2021 V1.0
Color Palette
4.1
BRAND COLORS
PAGE 31
4.2
COLOR TINTS
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JACKIE STERNA
BRAND GUIDELINES
4.0 COLOR PALETTE
4.1
2021 V1.0
BRAND COLORS Your brand is underpinned with a color palette designed to speak to being provocative, nostalgic, artistic and timeless. Different combinations of
BLACK
SACRAMENTO
FIRE BRICK
TUSCAN SUN
STONE
IVORY
WHITE
these colors can dramatically change the tone and appearance of your brand so it is important to consider how they work together. Keeping color consistent is a vital element to your branding to help achieve greater brand recognition. PRINT Use the optimized CMYK values for print. WEB Use the RGB values or HEX codes for web.
BY HIGH MOON STUDIO
CMYK
CMYK
CMYK
CMYK
CMYK
CMYK
CMYK
75 | 66 | 65 | 77
81 | 43 | 62 | 28
22 | 84 | 90 | 12
23 | 25 | 86 | 0
7 | 5 | 12 | 0
1|0|1|0
0|0|0|0
RGB
RGB
RGB
RGB
RGB
RGB
RGB
24 | 28 | 28
48 | 96 | 87
178 | 69 | 49
202 | 177 | 72
236 | 233 | 221
252 | 251 | 250
255 | 255 | 255
HEX
HEX
HEX
HEX
HEX
HEX
HEX
#181C1C
#306057
#B24531
#CAB148
#ECE9DD
#FCFBFA
#FFFFFF
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JACKIE STERNA
BRAND GUIDELINES
4.0 COLOR PALETTE
4.2
2021 V1.0
100%
80%
60%
COLOR TINTS
If there is an occasion when you
40%
20%
need to create contrast without adding extra colors, you can use incremental tints. Your tints are to be applied in increments of 20%. From 80%, 60%, 40% and 20%. Avoid using any other tints.
BY HIGH MOON STUDIO
PAGE 32
JACKIE STERNA
5.0
BY HIGH MOON STUDIO
BRAND GUIDELINES
2021 V1.0
TYPE Suite
5.1
TITLE TYPEFACE
PAGE 34
5.2
PRIMARY SUBHEAD TYPEFACE
PAGE 35
5.3
ALTERNATE SUBHEAD TYPEFACE
PAGE 36
5.4
BODY TYPEFACE
PAGE 37
5.5
USE OF TYPOGRAPHY
PAGE 38
5.6
TYPOGRAPHY TERMS
PAGE 39
JACKIE STERNA
BRAND GUIDELINES
5.0 TYPE SUITE
5.1
TITLE TYPEFACE Bajern Regular is your title typeface. Typography is a key element in your brand. It works to maintain consistency, create clarity and provide equity to your brand. It is important to adhere to the typographic hierarchy specified in this document to help achieve brand consistency. Use Bajern Regular in lowercase for titles and pull quotes.
BY HIGH MOON STUDIO
2021 V1.0
ABCDEFGHIJKLM NOPQRSTUVWXYZ ABCDEFGHIJKLM NOPQRSTUVWXYZ PAGE 34
JACKIE STERNA
BRAND GUIDELINES
5.0 TYPE SUITE
5.2
PRIMARY SUBHEAD TYPEFACE
ÀÁÂÃABCDEFGHIJKL MNOPQRSTUVWXYZ àáâãäåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+ ÆÇÈØ£×ßåæç
Helvetica Bold is your primary subhead typeface. Typography is a key element in your brand. It works to maintain consistency, create clarity and provide equity to your brand. It is important to adhere to the typographic hierarchy specified in this document to help achieve brand consistency. Helvetica Bold should be written in uppercase letters and can be used in the first instance for subheads, links and CTAs.
BY HIGH MOON STUDIO
2021 V1.0
Aa
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JACKIE STERNA
BRAND GUIDELINES
5.0 TYPE SUITE
5.3
ALTERNATE SUBHEAD TYPEFACE Fullerton Next Regular is your alternate subhead typeface. Typography is a key element in your brand. It works to maintain consistency, create clarity and provide equity to your brand. It is important to adhere to the typographic hierarchy specified in this document to help achieve brand consistency. Fullerton Next Regular should be written in title case and can be used as an alternate for subheads.
BY HIGH MOON STUDIO
2021 V1.0
ÀÁÂÃABCDEFGHIJKL MNOPQRSTUVWXYZ àáâãäåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+ ÆÇÈØ£×ßåæç
Aa PAGE 36
JACKIE STERNA
BRAND GUIDELINES
5.0 TYPE SUITE
5.4
BODY TYPEFACE
ÀÁÂÃABCDEFGHIJKL MNOPQRSTUVWXYZ àáâãäåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+ ÆÇÈØ£×ßåæç
Helvetica Regular is your body typeface. Typography is a key element in your brand. It works to maintain consistency, create clarity and provide equity to your brand. It is important to adhere to the typographic hierarchy specified in this document to help achieve brand consistency. Use Helvetica Regular in sentence case for body copy.
BY HIGH MOON STUDIO
2021 V1.0
Aa
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JACKIE STERNA
BRAND GUIDELINES
5.0 TYPE SUITE
5.5
2021 V1.0
No1 PRIMARY SUBHEAD Alternate Subhead USE OF TYPOGRAPHY
Title TYPEFACE PRIMARY SUBHEAD. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod
One of the most important techniques for effectively
tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation
communicating content is the use of typographic
ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in
hierarchy. Typographic hierarchy is a system
voluptate velit esse cillum dolore eu fugiat nulla pariatur.
for organizing type that establishes an order of importance allowing the reader to easily find what
CTA BUTTON
they are looking for. It is important to maintain these type pairings to allow for clarity and consistency.
TITLES & PULL QUOTES
SUBHEADS & CTA BUTTONS
BODY COPY & CAPTIONS
Bajern Regular in lowercase is to
Helvetica Bold in uppercase is to
Helvetica Regular is to be used
be used for titles and pull quotes.
be used for all buttons and CTAs
for body copy and captions, and
in the first instance. Fullerton Next
when a more delicate font is
Regular in title case can be used
required. Use in sentence case.
as an alternative for subheadings. BY HIGH MOON STUDIO
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JACKIE STERNA
BRAND GUIDELINES
5.0 TYPE SUITE
5.6
2021 V1.0
This is sentence case
This Is Title Case
TYPOGRAPHY TERMS
For reference here is an overview of the typography terms you will find most useful when
SENTENCE CASE
TITLE CASE
The first letter of the first word in a sentence is capitalized.
The first letter of each word is capitalized.
styling your brand type suite.
THIS IS SENTENCE CASE
BY HIGH MOON STUDIO
this is lowercase
UPPERCASE
LOWERCASE
Every character is capitalized.
No character is capitalized. PAGE 39
JACKIE STERNA
BRAND GUIDELINES
2021 V1.0
pushes societal boundaries and exercises inclusivity
BY HIGH MOON STUDIO
PAGE 40
JACKIE STERNA
6.0
BY HIGH MOON STUDIO
BRAND GUIDELINES
2021 V1.0
Application
6.1
WEBSITE ON DESKTOP
PAGE 42
6.2
WEBSITE ON MOBILE
PAGE 43
6.3
SOCIAL MEDIA
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JACKIE STERNA
BRAND GUIDELINES
6.0 APPLICATION
6.1
2021 V1.0
WEBSITE ON DESKTOP
This is an example of how our branding would be best applied on your website to maintain a consistent look-and-feel.
BY HIGH MOON STUDIO
PAGE 42
JACKIE STERNA
BRAND GUIDELINES
6.0 APPLICATION
6.2
2021 V1.0
WEBSITE ON MOBILE
This is an example of how our branding would be best applied on mobile to maintain a consistent look-and-feel.
BY HIGH MOON STUDIO
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JACKIE STERNA
6.0 APPLICATION
INSTAGRAM FEED LAYOUT
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BRAND GUIDELINES
2021 V1.0
JACKIE STERNA
BRAND GUIDELINES
6.0 APPLICATION
6.3
BY HIGH MOON STUDIO
2021 V1.0
INSTAGRAM POST CAROUSEL
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JACKIE STERNA
@HIGHMOONSTUDIO HIGHMOON-STUDIO.COM HELLO@HIGHMOON-STUDIO.COM
BRAND GUIDELINES
2021 V1.0